Burgers, Fries And Football Rights

Michael Hedges May 4, 2023 Follow on Twitter

Among the most discerning observers it is well-accepted that the governing body for world football - FIFA - has money on the mind first, last and forever. This has meant ever-increasing broadcast right fees. The numbers are stratospheric. Those broadcasters that want - or need - tournament rights are resigned to nodding their heads and brings stacks of money.

A rule change coming into effect this year - FIFA makes its own rules - separates for the first time rights packages of the Men’s World Cup and the Women’s World Cup. And, FIFA being FIFA, more money is the object. The women’s tournament kicks off in July in Australia and New Zealand. The clock is ticking.

FIFA president Gianni Infantino is holding feet to the fire, demanding more money from the five biggest European sports markets; UK, Italy, Spain, Germany and France. “To be very clear, it is our moral and legal obligation not to undersell the FIFA Women’s World Cup,” he said at a meeting held at the World Trade Organization (WTO) in Geneva, Switzerland, reported CNN (May 2). “Therefore, should the offers continue not to be fair, we will be forced not to broadcast the FIFA Women’s World Cup into the Big 5 European countries.” Well, that sounds clear as a bell.

“Broadcasters pay US$100 to 200 million for the men’s FIFA World Cup, but they offer only US$1 to 10 million for the FIFA Women’s World Cup,” he added, “a slap in the face of all the great FIFA Women’s World Cup players and indeed of all women worldwide.” Baring down further, he said “public broadcasters in particular have a duty to promote and invest in women’s sport.”

Public broadcasters in those Big 5 countries have been ardent supporters of women’s football, investing in coverage and reporting, adding to soaring visibility. It is worth noting that public broadcasters are increasingly under budget constraints. Rights bids were due to be received in mid-February. Apparently, private-sector European broadcasters are willing to sit this one out, off-peak broadcast time zones are not optimal for media buyers.

"I don't understand why the German broadcasters are showing us bids 30 to 40 times less than for the men's World Cup,” groused Mr. Infantino. German public television network ARD sports coordinator Axel Balkausky the broadcaster’s offer had been “market-driven,” quoted by Frankfurter Allgemeinen Zeitung (FAZ) (May 2). “Market value can deviate significantly from the price expectations of the rights marketers,” said a ZDF statement, quoted by Stern (May 2), clearly pointing to the poker-game aspect of negotiations. "FIFA's threatening gestures don't help anyone," said Federal Minister of the Interior Nancy Faeser, responsible for sports, quoted by Bild (May 4), as the dispute entered the political sphere.

Observing all this and using a different analogy was Australian footballer and former FIFA board member Moya Dodd, speaking to the Sydney Morning Herald (May 2). “The analogy that comes to mind is when you buy a burger and get free fries as a side. And suddenly someone's like, 'You know what, people might just want fries? Maybe there's a market for that?' And guess what? There is. And you underestimated it by giving it away. So now no one wants to pay for fries and that's it.

“Effectively, the industry was trained to pay big money for the men’s World Cup and to treat the women’s equivalent as worthless. At the same time, the women were told they didn’t deserve prize money or equal pay because they didn’t bring the revenues. It’s actually quite outrageous… overlooking the fact that the value of the women’s rights have until now been used to inflate the value of men’s football.”

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